Associate Director, Digital Marketing

Position Objective

The Associate Director, Digital Marketing is responsible for developing and executing a comprehensive digital marketing strategy, working with our marketing agencies to optimise our advertising campaigns, analysing data from paid media, organic, and other channels, and integrating data with Salesforce CRM to drive insights and improve lead generation strategies. This role requires a strong analytical mindset, a deep understanding of digital advertising, and the ability to work collaboratively with cross-functional teams.

Responsibilities

1. Digital Marketing:

• Develop and implement a digital marketing strategy that aligns with the school's goals, objectives and generate high-quality leads and drive new student enrolments

• Develop and execute strategies across all digital channels, from paid and performance media, search, marketing automation, email, lead nurturing, publications, website, landing page optimization and more.

• Implement and maintain effective Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies to improve organic and paid search rankings.

• Ads Optimization: Manage and optimize digital advertising campaigns across various platforms (Google Ads, Facebook Ads, LinkedIn, etc.).

• Implement A/B testing strategies to determine the most effective ad creatives, targeting, and bidding strategies.

• Monitor and adjust campaign parameters to ensure optimal performance and return on investment (ROI).

• Develop and execute strategies to improve click-through rates (CTR), conversion rates, and overall campaign effectiveness.

• Manage the digital marketing budget, allocating resources effectively for maximum ROI. Ensure that all digital marketing activities comply with relevant regulations and data protection laws.

• Manage digital marketing agencies effectively.

2. Data Analysis

• Collect, analyze, and interpret data from multiple sources including paid media, organic channels, and Salesforce CRM to evaluate campaign performance and identify trends.

• Create detailed reports and dashboards to communicate key performance metrics and insights to stakeholders.

• Utilize data analytics and visualization tools (e.g., Google Analytics, Excel, Tableau, Power BI) to extract meaningful insights and make data-driven recommendations.

• Conduct in-depth analysis of customer behaviour, segmentation, and attribution modelling.

• Data Integration and Accuracy: Work closely with data engineers and other data professionals to ensure the accurate tracking and integration of data across all channels.

• Verify and validate data to ensure accuracy and reliability for analysis.

• Collaborate with the Salesforce CRM team to integrate and synchronize marketing data with CRM data to enhance lead generation and tracking.

• Strategic Planning: Collaborate with the marketing team to develop and refine advertising strategies based on data insights.

• Identify new opportunities for growth and optimization within existing and new advertising channels.

• Stay updated with the latest trends and best practices in digital marketing and advertising

3. Collaboration & Communication

• Work closely with the marketing agencies to ensure ad content aligns with campaign objectives and target audience preferences.

• Collaborate with content creators to develop compelling and relevant content for the website, social media, and email marketing

• Partner with the sales and product teams to understand business goals and align advertising strategies accordingly.

• Present findings and recommendations to senior management and stakeholders in a clear and concise manner.

• Report to the entire team on performance metrics, insights, and strategic recommendations for better overall strategies.

Position Requirements

• Minimum 5 years of experience being a Marketing Manager, preferably in the Education or relevant industry.

• Certification in Google Analytics, Google Ads, or other relevant platforms.

• Experience with additional data visualization tools (e.g., Looker, Power BI).

• Knowledge of SEO and SEM strategies.

• Proven experience in digital advertising, with a focus on lead optimization and data analysis.

• Proficiency in digital advertising platforms (Google Ads, Facebook Ads, etc.) and analytics/visualization tools (Google Analytics, Excel, Tableau, Power BI).

• Strong analytical skills with the ability to interpret complex data sets and derive actionable insights.

• Experience with A/B testing and other optimization methodologies.

• Excellent communication and presentation skills, with the ability to convey complex information to non-technical stakeholders.

• Strong problem-solving skills and a proactive approach to identifying opportunities and challenges.

• Ability to work independently and as part of a team in a fast-paced environment.

• Experience with CRM systems and data integration is highly desirable.